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How the course works
Beat Analysis
At the core of the course is a simple tool called Beat Analysis™. We break a piece of writing into ‘beats’ or units of thought. In the most powerful persuasive writing, there are about five or six different types of beat and they almost always occur in a particular order.
The course is designed to train participants to recognise those beats, feel the correct order and get see how it all comes together in the best writing.
We use this tool to look at speeches by Winston Churchill and Martin Luther King, copy by Saatchi, and a song by Prince to investigate how great writing can persuade and inspire.
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